Design Lead: Jonathan Faust
Design Director: Mikael Tonning
Location: Denmark
Project Type: Produced
Client: Danish Crown Foods A/S
Product Launch Location: Denmark
Packaging Contents: Food
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing
Tulip is Denmark’s oldest brand - the first to be registered back in 1909. It has endured ups and downs, war and peace, hot summer seasons and freezing cold winters. Through it all, Tulip has been a regular guest at every dinner table from early morning until late night - including every snack occasion in-between.
However, the Tulip brand has primarily relied on people’s love for the many popular products. As consumer demands change and evolve, it’s time for Tulip to leverage the brand’s heritage and strengths. The time is right for a less product-dependent brand and a more emotional one that can stretch into new product categories with an even broader appeal.
Tulip already champions mouth-watering products like bacon, sausages and meatballs. But Tulip is so much more. It’s the joy of gathering around the dining table before, after – or even in the middle of – a long day. It’s not just what’s on the plate, but what’s surrounding the plate.It really is the sizzle, not the steak. It’s happiness, the famous Danish ‘hygge’, the history of the brand, and a feeling of being home - all in one! It’s about caring and choosing the things in life we want to enjoy, together.
With this fresh perspective, EVERLAND helped redefine the Tulip logo and experience. Through thorough analysis and strategic workshops with the Tulip brand team, we defined a new brand architecture and revised their existing brand position in the market. We helped change the way Tulip thinks, acts, and evolves moving forward. This includes everything from product innovation, marketing, communication and, of course, packaging design. We even merged the values of the revamped brand into the logo to make it one strong signature brand. We also created three new design concepts for Tulip’s product portfolio. Today, the redesigned packaging emphasizes the distinct Tulip brand, highlights the heritage, simplifies on-pack communication and makes the product portfolio a lot easier to navigate.
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